portfolio

Katrina Frolov

CONTENT MARKETING

& BRAND STRATEGY

Elevating brands and driving growth through strategic storytelling

Content marketer with 15 years of experience in results-driven content strategy, brand strategy and audience development.


Capability builder at companies ranging from startup to Fortune 500, offering D2C and B2B products and services.


Deep expertise building and scaling content engines that drive brand awareness, engagement, and revenue.

Expertise

  • Content Marketing
  • Brand Strategy
  • Social Media
  • PR + Comms
  • Lifecycle + CRM
  • SEO
  • Content Production
  • Editorial + Copywriting
  • Video + Audio
  • Org Design + Team Management
  • Budgeting + Planning
  • Content Design

Case Studies

Found: Content strategy for the launch of MetabolicPrint™

The Ask

Position MP, a proprietary metabolic assessment, to further differentiate program as the most clinically rigorous; drive TOF awareness and lead gen


STRATEGY

Leverage member success stories to message benefits of MP; create bespoke product experience


ACTION

  • Filmed premium content with Ambassadors and Chief Medical Officer to reveal their MP; leveraged content across the funnel
  • Launched a series of blog articles on product features through the lens of member success stories
  • Partnered with Product to launch a quiz for users to find out what their MetabolicPrint is; included social media sharing capability
  • MoM: generated +37% new leads above baseline; converted +3.5% of stale leads

Found: B2B content strategy targeting enterprise benefit leaders

The Ask

Build credibility and drive awareness with benefit leaders; empower team with sales collateral


STRATEGY

Blend proprietary data with market insights to create repeatable content formats; highlight member success stories


ACTION

  • Launched Found’s annual State of Weight Care Report; leveraged in nurture flows, gated on new “For Business” LP
  • Released a series of white papers, highlighting program efficacy
  • Created webinar program with Found’s Chief Medical Officer
  • Secured company’s first enterprise deal (TBA)

Found: Full funnel messaging campaign on clinical excellence

The Ask

Further advance Found as the most clinically rigorous program


STRATEGY

Target trending topics: ‘compounding semaglutide’ and ‘weight re-gain after GLP1-s’. Offer expert-led education; leverage member stories to show that legacy drugs (Found’s product) are just as efficacious


ACTION

  • Partnered with Obe Fitness to create a strength program for patients taking GLP-1's. Messaged clinical rigor and comprehensive approach
  • Collaborated with PR to shape narrative for CBS ‘Sunday Morning’ feature; promoted clinical excellence, featured member success story
  • Launched SEO articles on above trending topics; leveraged in nurture flows
  • Anti-compounding creative drove 11% improvements in CAC; top performance creative for Jan-Feb 2024

Found: Member churn mitigation

The Ask

Reduce churn in the first 3 months of the program


STRATEGY

Identify high-risk cohorts; leverage content to retain


ACTION

  • Developed data-driven churn hypothesis for cohorts in D0-W2, W2-W4, and W4-W8
  • Drove a series of A/B lifecycle tests for each cohort; partnered with ML to build predictive model
  • Delivered a 13.7% improvement in retention in W2-W4 cohort by using member success stories to inspire confidence at critical milestone
  • Scaled test to an in-app content feature, delivering further 8% improvement in retention

Found: Testing influencer marketing

The Ask

Drive TOF brand awareness and generate qualified leads during key ​seasonal campaign


STRATEGY

Broaden reach from niche experts (nurses, scientists) to lifestyle ​influencers (fitness coaches, dating experts); leverage member UGC


ACTION

  • Crafted the “Weight lost, ___ Found” campaign, asking ambassadors ​to post videos about their weight loss and what they’re looking to ​accomplish next (start dating, buy new clothes, etc.) Each video was ​stitched by at least one influencer, offering “expert advice” and asking ​their audience to do the same
  • Drove +12% more qualified traffic to custom LP during flight. ​Increased lead generation by 7%, launched custom nurture flows
  • Generated +10M impressions, +145% in engagement, +15% in cross-​platform followers
  • Full funnel messaging alignment—drove efficiencies on paid search ​with campaign creative

Found: Mobile experience

The Ask

Partner with Product Design and Engineering to build a scalable system to deliver Found’s behavioral change program and community experience


STRATEGY

Gamify educational experience through content, leveling and rewards


ACTION

  • Launched with a “Foundations” course, 34 Habits, 180+ articles, 45+ videos
  • Drove ongoing member engagement through lifecycle, community initiatives, and weekly challenges, resulting in + 381% in mobile activity, +25% in community engagement

Jukin Media: Rebranding The Pet Collective

The Ask

Grow audience; generate net new revenue opportunities


STRATEGY

Re-brand to position TPC as the premiere pet parent brand: level up creative, build community, launch e-commerce, expand OTT programming, launch new shows and events


ACTION

  • Opened up new platforms (TikTok, Snap), partnered with Ops to drive down cost of content production via offshore team
  • Grew legacy platform audiences by 13%, increased content output and saw +17% in branded deal size
  • Drove brand awareness by sponsoring high-visibility partners like PetCon; creating new programming with pet influencers

SeLECt WORKS: Producing credits